Case study: Kleenex ‘Unlikely Best Friends’ creates Facebook buzz


This tale of a disabled puppy and his relationship with his owner, took the social web by storm, building a huge new Facebook following for Kleenex.

The Kimberly-Clark tissues brand posted a Facebook video featuring Chance, a dog with a disability.

The short documentary film introduces us to a couple, no stranger to disability themselves, who provide a home for a dog needing a second go at life after being hit by a car. San Antonio Pets Alive found the dog and decided to give him a second chance at life.

Michael, who like the dog had lost the use of his legs, and “Chance” became the unlikely best friends. Much of Kleenex’s spot is devoted to their sense of companionship; as Michael says, "I know his struggles as well as mine."

The Kleenex Unlikely Best Friends film is part of the Someone Needs One campaign developed at VSA Partners.

Filming was produced at VIMBY (Video In My Backyard) by executive creative director Adam Reno, producer Carrie Stett, director of photography Ed Wu and editor David Rowe. Media was handled at Mindshare.

The ad’s uplifting tone and chirpy score have made it an instant hit, particularly on Facebook Video.

The Kleenex Unlikely Best Friends video, launched on the Kleenex Facebook page, has had over 27 million views since its launch on June 25, and has attracted over 26 million comments, many sharing similar stories.

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